New Product Concept Development in Group Travel Market for Family Tourists: A Comprehensive Approach Utilizing Jobs-to-be-Done Theory and Outcome-driven Innovation

Dan Kang () and Wantana Areeprayolkij ()
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Dan Kang: Chiang Mai University, College of Arts, Media, and Technology
Wantana Areeprayolkij: Chiang Mai University

A chapter in Proceedings of the 2025 3rd International Conference on Digital Economy and Management Science (CDEMS 2025), 2025, pp 514-523 from Springer

Abstract: Abstract In recent years, China’s family tourism market has experienced rapid growth. However, existing group travel products still lack flexibility and personalization, limiting engagement between children and parents. This study employs a qualitative research approach, integrating the Jobs-to-Be-Done (JTBD) theory as its core framework to systematically explore innovative strategies for China’s family group tourism products. Through semi-structured interviews with 15 families from Wuhan, China, and thematic coding using NVivo software, the study identifies five core consumer tasks, key unmet needs, and four innovative strategies to optimize family tourism experiences in China. Findings reveal that customizable itineraries, immersive educational experiences, in-depth parent-child interactions, social engagement for children during travel, and enhanced safety and health assurance have become primary demands in the Chinese market. Moreover, with the increasing prevalence of multigenerational travel, there is a growing emphasis on addressing the diverse needs of different age groups. To meet these demands, this study proposes innovative strategies, including structured childcare programs, interactive learning experiences, wellness retreats tailored to Chinese families, and peer-based socialization activities. These strategies not only enhance children’s engagement and parental relaxation but also better accommodate the needs of multigenerational travelers, offering greater flexibility and culturally adaptive travel experiences. By applying JTBD and ODI frameworks to China’s tourism product development, this study provides theoretical support for task-oriented tourism design and offers practical insights for optimizing China’s family group travel sector. The findings contribute to the development of more flexible, personalized, and culturally adaptive tourism solutions, ultimately improving market competitiveness and consumer satisfaction.

Keywords: Group tourism products; Family tourism; Jobs to Be Done (JTBD); Outcome-Driven Innovation (ODI); Consumer needs (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-770-0_58

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